| Changes in social values in the United States during the past decade LR Kahle, B Poulos, A Sukhdial Journal of advertising research 28 (1), 35-41, 1988 | 250 | 1988 |
| Use of Negative Cues to Reduce Demand for Counterfeit Products. G Chakraborty, A Alfred, A Singh Sukhdial, T Bristol Advances in consumer research 24 (1), 1997 | 119 | 1997 |
| Are You Old School?: A scale for measuring sports fans' old-school orientation A Sukhdial, D Aiken, L Kahle Journal of Advertising Research 42 (4), 71-81, 2002 | 107 | 2002 |
| Measuring values can sharpen segmentation in the luxury auto market AS Sukhdial, G Chakraborty, EK Steger Journal of Advertising Research 35, 9-9, 1995 | 101 | 1995 |
| Recycling of solid waste: directions for future research JL Wiener, A Sukhdial AMA Summer Educators’ Conference Proceedings 1, 389-92, 1990 | 52 | 1990 |
| Segmenting teens for AIDS preventive behaviors with implications for marketing communications KD Frankenberger, AS Sukhdial Journal of Public Policy & Marketing 13 (1), 133-150, 1994 | 42 | 1994 |
| Enhancing the efficacy of split thirty-second television commercials: An encoding variability application SN Singh, D Linville, A Sukhdial Journal of Advertising 24 (3), 13-23, 1995 | 30 | 1995 |
| Exploring the Old School Concept: Adding Definition to a" New" Market Segmentation Dimension. D Aiken, A Sukhdial Sport Marketing Quarterly 13 (2), 2004 | 25 | 2004 |
| Linking Fan Values and Sponsorship Effectiveness: The Case of Old School Values. D Aiken, A Sukhdial, L Kahle, JA Downing Sport Marketing Quarterly 24 (1), 2015 | 21 | 2015 |
| Eating guilt: Measurement and relevance to consumer behavior A Sukhdial, DM Boush Advances in Consumer Research 31, 575-576, 2004 | 21 | 2004 |
| An Investigation of Old School Values in the Arena Football League. KD Aiken, RM Campbell Jr, A Sukhdial Sport Marketing Quarterly 19 (3), 2010 | 14 | 2010 |
| Investigating sport fan attitudes toward tanking: The role of values-based connections KD Aiken, A Sukhdial, RM Campbell Jr, A Kent Sport Marketing Quarterly 29 (4), 256-268, 2020 | 5 | 2020 |
| Estes' stimulus sampling theory and massed versus spaced advertising schedules S Mishra, A Sukhdial, SN Singh Marketing Letters 6, 297-308, 1995 | 2 | 1995 |
| Old-school Sports Fans: An Investigation of Values Connections and Congruence A Sukhdial, D Aiken, G Chakraborty The International Journal of Sport and Society 8 (2), 25, 2017 | 1 | 2017 |
| The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration of Fans’“Buy,”“Hold,” and “Sell” Behaviors KD Aiken, RM Campbell, A Sukhdial Journal of Applied Marketing Theory 10 (1), 4, 2023 | | 2023 |
| An exploration of comfort brands and the theory of brand comfort K Damon Aiken, ML Meuter, A Sukhdial Journal of Brand Strategy 11 (4), 344-357, 2023 | | 2023 |
| The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns with Fan Behavior KD Aiken, RM Campbell, A Sukhdial | | 2022 |
| Winning Isn’t Everything: An Investigation Linking Old School Values to Fan Behaviors KD Aiken, A Sukhdial, RM Campbell, A Kent, K Malkewitz The International Journal of Sport and Society 12 (2), 105, 2021 | | 2021 |
| A Foundational Investigation of the Theory of Brand Comfort KD Aiken, A Sukhdial, M Meuter | | 2020 |
| Make My Brand Great Again: Exploring the Wisdom of Political Brand Personality KD Aiken, KR Mercurio, A Sukhdial, K Soe Advances in Consumer Research 47, 427-428, 2019 | | 2019 |
